Islamic Relief is a global organization with a presence in over 40 countries, and a significant reach in terms of aid delivery, that has assisted over 120 million people since it was established in 1984. IRUK has a head office based in London, which primarily leads to all fundraising activities in the UK, but also has small teams to lead on delivering our domestic programmes and campaigning/advocacy. In 2019, IRUK raised £29m, with a significant proportion through digital channels. We have ambitious plans to grow this significantly over the next few years and see digital marketing playing a significant role in delivering this growth in income. This tender seeks to appoint an agency to deliver digital marketing services to IRUK for digital advertising across display, search, video and social, as well as SEO services.


Islamic Relief is an international aid and development charity, which aims to alleviate the suffering of the world’s poorest people. It is an independent Non-Governmental Organisation (NGO) founded in the UK in 1984. As well as responding to disasters and emergencies, Islamic Relief promotes sustainable economic and social development by working with local communities – regardless of race, religion or gender. Our vision: Inspired by our Islamic faith and guided by our values, we envisage a caring world where communities are empowered, social obligations are fulfilled and people respond as one to the suffering of others. Our mission: Exemplifying our Islamic values, we will mobilise resources, build partnerships, and develop local capacity, as we work to: Enable communities to mitigate the effect of disasters, prepare for their occurrence and respond by providing relief, protection and recovery. Promote integrated development and environmental custodianship with a focus on sustainable livelihoods. Support the marginalised and vulnerable to voice their needs and address root causes of poverty. We allocate these resources regardless of race, political affiliation, gender or belief, and without expecting anything in return.

At the international level, Islamic Relief Worldwide (IRW) has consultative status with the UN Economic and Social Council, and is a signatory to the International Red Cross and Red Crescent Code of Conduct. IRW has been committed to the Millennium Development Goals (MDGs) through raising awareness of the issues that affect poor communities and through its work on the ground. The organisation fed into the process which defined the Sustainable Development Goals (SDGs) which have replaced the MDGs. Islamic Relief are one of only 13 charities that have fulfilled the criteria and have become members of the Disasters Emergency Committee ( IRW endeavours to work closely with local communities, focussing on capacity-building and empowerment to help them achieve development without dependency. Please see our website for more information

Scope of Work:

We are currently primarily carrying our display, search, and video advertising across Google and YouTube which is generating favourable ROIs. However, whilst maintaining this, we’d like to continue to explore and test other advertising methods, avenues, and platforms to ensure we continue to maximize on income-generating opportunities. This will including managing our Google grants. The types of ad campaigns we run include:

• Extensive fundraising campaigns during major campaigns such as Ramadan and Qurbani
• Emergency Appeals where there is a new emergency we will require swift turnaround, within 1 day inclusive of weekends)
• Year-round promotion of projects conducted, such as water, education, and health

For social media adverts, we currently primarily advertise on Facebook and Instagram. Whilst maintaining this, we’d like to test and explore advertising on other social media channels and test different mediums of advertising.

Search Engine Optimisation and Website Content

We have carried out some large pieces of SEO work and would like to continue developing this to build domain authority and ensure we consistently rank highly for key search terms at the appropriate times as per our fundraising campaigns, appeals, and other fundraising priorities. We have also successfully developed new content that ranks highly for high search volume keywords and would like to continue to explore this to capitalize on website traffic


Activities to be delivered by the service provider:

a) Digital Advertising Development and delivery of an integrated multi-channel digital advertising strategy:

• Devise digital advertising plans for planned campaigns including Ramadan and Qurbani, others to be confirmed
• Have an agile approach to digital advertising with the ability to tweak or complete change planned activities within 24 hours if an emergency appeal is launched
• Ensure all digital advertising spend is closely monitored and remains within agreed budgets
• Constantly analyze ad performance and optimize ads accordingly for maximum return
• Test and optimize ads based on audience performance
• Test new advertising platforms that IRUK have not used before to see whether there are opportunities to increase income through new audiences/channels
• Develop clear reports to transparently show ROI on spend

b) Search Engine Optimisation and Website Content

Develop an SEO strategy to build IRUK’s domain authority and target optimization of keywords based on IRUK’s work, fundraising appeals/campaigns and its audience to maximize on organic traffic and income:
• Carry out a thorough SEO audit of IRUK’s website as well as a competitor analysis
• Devise an overarching SEO strategy inc keyword optimization, improving domain authority, linking (backlinks and internal links), technical SEO and indexing/crawling
• Review website content structure
• Devise a plan for optimizing existing content or creating new content against priorities throughout 2021 following IRUK’s campaign timeline and key dates within the Islamic calendar
• Provide recommendations for IRUK’s in-house team to implement
• Review once in-house team have implemented to ensure they have landing pages have been optimized correctly
• Provide monthly reporting on domain authority and ranking for keywords

c) Project management

Co-ordinate the development and delivery of both the digital advertising and SEO, as follows:
• Develop and oversee delivery of an overall project plan for all outputs, including key milestones, and dates for reporting
• Provide one point of contact, based in the UK, to act as the project manager and the main point of contact for IRUK
• Provide IRUK with monthly progress updates and reports via email showing income vs. spend for all digital advertising campaigns and SEO results measured against identified terms
• Provide end of campaign reports within 14 days of the end of each campaign
• Phone/video conferencing meetings to be agreed as needed
• Ensure that all deliverables as listed below are provided to IRUK on time and to the satisfaction of IRUK

Due Date:

Wednesday, September 9th 2020


Islamic Relief Worldwide
19 Rea Street South
Birmingham B56LB
United Kingdom

Relevant agencies to consider includes Ruder Finn & Finn Partners.

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